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Welcome to the West Midlands Tourism Awards Application Portal

Welcome to the entry pages for the West Midlands Tourism Awards 2027, where you can prepare, finalise and submit your entries.

The West Midlands Tourism Awards celebrate the success and accomplishments of tourism businesses across the West Midlands region and promote the impressive strength of the business and leisure tourism offer, its venues, people, experiences and accommodation.

The Awards are completely free to enter, and eligible winners from the West Midlands Tourism Awards will automatically feed into the VisitEngland Awards for Excellence for the chance to be recognised as a national winner.

Supported by the West Midlands Tourism and Hospitality Advisory Board (THAB) and the West Midlands Growth Company, which attracts visitors, events, capital and investment to the region.

Any relevant tourism and/or hospitality businesses applying to the West Midlands Tourism Awards 2026 must lie within one of the following areas: Birmingham, Coventry, Dudley, North Warwickshire, Nuneaton & Bedworth, Rugby, Sandwell, Shropshire, Solihull, Stratford-upon-Avon, Telford & Wrekin, Walsall, Warwick, Wolverhampton.

View sample application forms: https://www.visitbritain.org/business-advice/visitengland-awards-excellence/visitengland-awards-excellence-how-apply

T&Cs apply: https://visitbirmingham.com/westmidlandstourismawards/terms-and-conditions/

Important Dates

Awards launch and applications open – 13th May 2026
Closing date for entries – 13th July 2026 (30th October for Events ONLY)
Round 1 judging – 13th July - 13th August 2026
Round 2 judging - 24th August – 1st October 2026
Awards ceremony event – Early 2027
VisitEngland Awards for Excellence – June 2027

For sponsorship opportunities, get in touch at tourism@wmgrowth.com

To apply today, choose your categories from the list below:
Cross-sector categories, open to all business types: Accessible and Inclusive Tourism Award Regenerative Tourism Award (former Ethical, Responsible and Sustainable Tourism Award) International Tourism Award New Tourism Business Award Unsung Hero Award Business type categories: Business Events Venue of the Year Cafe/Coffee Shop of the Year (Taste of the West Midlands) - Please select Taste of England and then under eligibility criteria select Cafe/Coffee Shop Camping, Glamping, Holiday Park of the Year Experience of the Year Large Hotel of the Year Pub of the Year Small Serviced Accommodation Provider of the Year Self-Catering Accommodation of the Year Restaurant of the Year (Taste of the West Midlands) - Please select Taste of England and then under eligibility criteria select Restaurant of the Year Large Visitor Attraction of the Year Small Visitor Attraction of the Year Tourism Event/Festival of the Year BRAND NEW FOR 2027: Unsung Hero Award** This category recognises an individual working or volunteering for a tourism business who deserves to be applauded for their work and commitment to the industry. This award aims to celebrate those who quietly uphold the industry’s success, but whose contributions often go unrecognised. It is not generally intended for senior leadership, business owners or those already in-high profile roles. For any of the Taste of the West Midlands categories, select the Taste of England Award from the drop-down menu when prompted and then scroll down and under eligibility select which category you wish to enter. The two overall winners from the Cafe/Coffee Shop of the Year, Casual Dining Award and Restaurant of the Year, will be eligible for the VisitEngland Awards for Excellence. *The Tourism Event/ Festival category is run by the West Midlands Tourism Awards only; the winners of this category will not be forwarded to the VisitEngland Awards for Excellence 2027.

To apply today, choose your categories from the list below:

Cross-sector categories, open to all business types:

Business type categories:

BRAND NEW FOR 2027: Unsung Hero Award
This category recognises an individual working or volunteering for a tourism business who deserves to be applauded for their work and commitment to the industry. This award aims to celebrate those who quietly uphold the industry’s success, but whose contributions often go unrecognised. It is not generally intended for senior leadership, business owners or those already in-high profile roles.

*For any of the Taste of the West Midlands categories, select the Taste of England Award from the drop-down menu when prompted and then scroll down and under eligibility select which category you wish to enter. The two overall winners from the Cafe/Coffee Shop of the Year, Casual Dining Award and Restaurant of the Year, will be eligible for the VisitEngland Awards for Excellence.

**The Tourism Event/ Festival category is run by the West Midlands Tourism Awards only; the winners of this category will not be forwarded to the VisitEngland Awards for Excellence 2027.

For queries or assistance, please reach out to us: tourismawards@wmgrowth.com